During a recent LBank X Space, BeInCrypto served as a special media observer as the exchange hosted a keynote-style conversation on crypto growth, culture, and user onboarding.
The session featured Muha, Head of Social, Community, and Partnerships at LBank, who has spent nearly five years building the exchange’s social presence.
Crypto Growth Relied Too Much on Market Waves
Muha opened with a view of how crypto adoption has worked across past cycles.
“For most of crypto and Web3 history, growth was kind of an accident,” he said. “We had token pumps, someone told a friend, the friend opened an account, and that cycle repeated for years.”
In his view, many crypto platforms benefited from users who were already inside the market. Exchanges, launchpads, and projects often rode the same waves of attention as users chased new tokens, new trends, and new communities.
“The user just showed up and the numbers went up,” Muha said.
He argued that this model has become weaker as attention cycles compress. AI agent tokens peaked and faded within weeks, while meme coin runs can now last days. For builders, this creates a harder environment for long-term growth.
“If your entire growth model depends on a narrative you did not create and cannot control, you don’t have a growth model,” he said. “You have pure luck.”
LBank Started Asking a Different Growth Question
According to Muha, LBank’s internal realization developed over time. The team watched attention fragment across crypto and began asking why growth should depend on the next market wave.
He pointed to LBank’s existing base of more than 20 million users and more than a decade in the market as reasons to think beyond cycle timing.
“Why are we waiting for permission from the market cycle?” Muha said. “Are we going to wait for the bull market? Are we going to wait for a new AI agent narrative?”
That question pushed LBank to examine the barrier between Web3 and outside audiences. Muha said the answer was culture and education.
Culture Creates User Attachment
The strongest theme of the Space was culture. Muha acknowledged how often crypto marketing uses the term.
“A fee structure gets you a transaction,” he said. “Culture gets you a person.”
For LBank, culture means shared references, humor, identity, and the feeling of belonging. Muha said users may join for incentives, but long-term attachment comes from recognition.
He compared crypto platforms to consumer brands and sports teams. People support them because they feel part of something, even during weaker periods.
“You’re still representing that team,” he said. “There’s culture, and we don’t see that in Web3 enough.”
Punky Became LBank’s First Major Culture Test
Muha described LBank’s Punky campaign as one of the exchange’s first major experiments with crypto-native culture. He said he personally pushed for the collaboration because Punky already had a strong community and recognizable personality across Web3.
“Punky is not just a mascot,” Muha said. “It’s a cultural artifact.”
He described Punky as a character rooted in crypto humor, risk appetite, and community language. Some internal concerns existed around linking a serious exchange with a meme-driven IP, but Muha viewed the campaign as a way to speak directly to crypto-native users.
According to the discussion, the campaign generated more than 10 million impressions across social media. Muha said the larger result was the quality of user attention.
“They arrived with context,” he said. “They already knew the language. They already had a relationship with the culture.”
Nobody Sausage Opened the Door to Outside Users
While Punky targeted crypto insiders, Nobody Sausage was designed for a wider consumer audience.
“Nobody Sausage was about opening the door for outsiders to come to Web3,” Muha said.
He described the character as a globally recognizable internet IP with a large TikTok and Instagram audience. The campaign was built on the idea that many future crypto users will come from outside crypto communities.
“If you want to reach somebody who hasn’t opened a trading app, you cannot lead with trading,” Muha said. “You have to lead with something they already love.”
According to the Space, the campaign helped drive 500,000 registered users and a 27% traffic spike on April 13. Muha said the response showed a different kind of onboarding behavior.
“They were talking about the character, not the prize pool,” he said.
LBank Brings Live Culture Into Trading
The Space also covered LBank’s product direction, including real-time scrolling comments on trading charts.
Muha said trading has often felt isolated. One user watches one chart alone. Younger users, however, grew up with Twitch, YouTube, TikTok, and live chat culture. They are used to shared digital spaces where commentary, reaction, and activity happen at once.
“For this generation, chaos signals presence,” he said. “It shows that other people are there.”
That thinking supported LBank’s decision to bring live comments into the trading interface. Muha said the goal is to make users feel present with others while they trade.
The Open Question Is User Progression
Muha ended with the challenge LBank is still working through. The exchange can attract users through culture, but the next step is guiding curious newcomers toward active, informed trading while still serving experienced crypto users.
“We know how to bring people in,” he said. “What we are still mapping is how to move them from curious to active trader.”
For Muha, the next decade of crypto will depend on inclusion as much as trading sophistication.
“The next decade of crypto will not belong only to those who understand leverage,” he said. “It will belong to anyone who finally feels included.”
The post LBank’s Muha Says Crypto Growth Now Runs on Culture, Identity, and Inclusion appeared first on BeInCrypto.
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